Boosting open, click and transaction rates
Targeted messages are one of email marketers’ most valuable tools, and a welcome message sent at the beginning of a new recipient’s subscription can provide a good opportunity to start off with effective messaging.
Spring 2010 research from Experian Cheetahmail on the speed of email-generated transactions found welcome messages lagged behind others such as abandoned cart notices, coupons and limited-time offers. But a later report from Experian Marketing Services that further segmented welcome email data found high performance across metrics, including opens, clicks, transactions and revenues.
Welcome emails had an open rate nearly four times as high as other promotional mailings and a click rate of 14.4%, compared with the bulk mailing average of just 2.7%. Overall, welcome emails had a transaction rate of 0.94%, compared with 0.1% for other mailings. Revenues per email were also significantly higher.
While a simple welcome may be enough to grab higher revenues, email marketers can do even better by using welcome emails as a chance to further segment their messaging. Bulk welcomes, sent at a fixed interval (e.g., once a week) to all new subscribers, performed consistently worse than messages sent immediately upon subscription. Sending real-time welcomes was even more powerful than adding a special offer in raising transaction rates and revenues.
“Most companies understand the importance of welcome emails, but we find that many don't prioritize optimization of these campaigns,” said Rachel Bergman, general manager and senior vice president, Experian CheetahMail, in a statement. “Welcome emails should be more than an obligatory contact. They are a means to engage with prospective customers when their propensities to open, click and transact are at peak levels.”
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Check out today’s other article, “How Effective Is Sharing via Email vs. Social Media?”